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Liquid Gold: How Candler Turned a Drink into an Empire
“Every human life is made to fit some place, and there is a place for every life,” Candler once said. “The lives and the places are made for each other that they may serve the purposes of the God who made them.” In creating his billion dollar empire, Candler seemed to have found his fit in life. Today, it is estimated that nearly half a million times every minute of every day, someone consumes a Coca-Cola product. How did a young man with less than $2 to his name go on to create one of the most successful companies in America?

Writing Skills Atrophy Among Copycats, And Do-It-Yourself Business Communication Marketing
One of the best business communication marketing moves I ever made was sending out a monthly newsletter to current and prospective clients. I say that because it's a natural form of self-promotion minus obnoxious hype. You get your name out there -- with a lot of the keywords that attract search engines -- and you give readers an inkling of what you can do for them. Its value lies in an almost nonexistent "nag quotient." Far too often, I get insistent, "look at me!," "have I got an introductory offer for you!" emails from search engine optimization firms, online degree factories, "experts" in attracting government contracts, weight loss specialists, you name it. Not a one adds an iota to my knowledge of what they offer. Hype is what it is. But a newsletter that gives practical advice is truly effective business communication.

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Lesson #2: Stand Out To Safeguard Your Brand
In 1820, British author Charles Caleb Colton wrote, “Imitation is the sincerest form of flattery,” but is doubtful whether Candler would have agreed. When the rising popularity and success of Coca-Cola became increasingly apparent to outsiders, there was no shortage of entrepreneurs ready to take advantage. Hundreds of copycat beverages were released on the market within weeks. The need to protect his great product and his strong brand were Candler’s motivations for ensuring both were unique enough to stand out.

Lesson #3: Find What Works and Stick With It
Coca-Cola executives in the 1980s would have done well to follow in the example of its founder. In growing his company, Candler understood the importance of not messing with perfection. As an increasing number of copycat beverages found their way onto the market, Candler might have changed the shape of his bottle, or altered his marketing message, but he never once made the crucial error that his later successors would: after creating the perfect drink, he never again changed its secret recipe. Candler knew that in an increasingly competitive industry, it was important to stand out, and to keep customers on their toes, but he did not dare mess with what he saw as excellence. After all, if it was not broke, why fix it?
What Makes Your Business So Special?
The one question every business, branding, and marketing consultant asks is "what makes you special; what makes you different?" If you want to grow your business and get to the next level, defining what makes you special is a good place to start. Most businesses are copycat companies, selling the same thing, in the same way as most of their competitors, making for a real challenge in providing an adequate answer to the "what makes you so special?" question. But fear not, it is easier than you think.
What is a CopyCat Multi-Preneur?
Find out what a CopyCat Multi-Preneur is and why you need to become one to achieve success as an entrepreneur.

How to Build a Virtual Empire By Becoming a Copycat Multipreneur
Find Out How to Build a Virtual Empire By Becoming a Copycat Multipreneur.
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